Speaker 1: Bloomberg Audio Studios, podcasts, radio news.
Speaker 2: Adobe makes its AI video debut, announcing new tools allowing
Speaker 2: for video generation now. The company calls it Firefly, and
Speaker 2: it's set to be implemented in its video editing software
Speaker 2: Premiere Pro, taking on, of course, the likes of OpenAI,
Speaker 2: Meta Google a place to say. Adobe CEO Shantanu Orian
Speaker 2: joins us now on the back of the announcement in Miami. Shantanu,
Speaker 2: what's interesting is you're getting into the hands of users
Speaker 2: faster than rivals. Is it based on what it's trained upon?
Speaker 2: How are you able to give it to us so quick?
Speaker 1: Caroline, first, thanks for having me on the show.
Speaker 3: Max.
Speaker 1: As you know, is our biggest creativity event, and it's
Speaker 1: the time that our engineers really take it upon themselves
Speaker 1: to show their magic to the entire creative community. As
Speaker 1: you point out, we have been hard at work ensuring
Speaker 1: that our Firefly set of models works on things like
Speaker 1: images and vector and design. But today's a big day
Speaker 1: because we have been releasing our Firefly video models. You know,
Speaker 1: our strategy has always been that it's not just about
Speaker 1: the models that people develop, but it's the integration with
Speaker 1: the apps where the real magic is, and so we've
Speaker 1: had thirteen billion generations where people have used either Photoshop
Speaker 1: or illustrator to do it, and today that magic comes
Speaker 1: to video in Premiere Pro, will be in after effects
Speaker 1: as well as on firefly dot com Chantanu.
Speaker 3: The most interesting part is the accessibility. There are no
Speaker 3: usage limits one, but beyond the basic subscription fees, you're
Speaker 3: not charging for the AI tools. Will that change.
Speaker 1: Well, Our focus really first is on ensuring that we
Speaker 1: developed these great models. We're very differentiated, and these models
Speaker 1: were designed to be commercially safe, so they've only been
Speaker 1: trained on licensed and public domain content, and you know,
Speaker 1: we want people to experiment with it. So I think
Speaker 1: clearly on the imaging, vector and design front, we have
Speaker 1: said as part of the subscription, we don't want you
Speaker 1: to think about credits. We just want you to experience
Speaker 1: the magic that exists. A video might be a little
Speaker 1: bit different ed. What we've announced today is that it's
Speaker 1: available in a beta form. The cost of producing video
Speaker 1: is clearly a little bit more expensive, but first steps
Speaker 1: is to just get it in the hands of people,
Speaker 1: have them try it, give us feedback, make sure it's specific,
Speaker 1: and then as I think the amount of video that's
Speaker 1: being generated is expanding. We will probably have different pricing
Speaker 1: models for that.
Speaker 3: One of the features is to take an existing piece
Speaker 3: of video and use generative AI to extend it, extend
Speaker 3: beyond actual. As someone that trained in their early career
Speaker 3: on premiere, I'm excited to use that. How technically difficult
Speaker 3: was it for Adobe to achieve that versus the work
Speaker 3: you've done in photo?
Speaker 1: Well, every time you show something in photo and people say,
Speaker 1: oh my god, that's magic. To your point, the ability
Speaker 1: to extend that into video across every frame is so
Speaker 1: much more computationally intensive as well as challenging in order
Speaker 1: to do. But the use cases are so dramatic. You've
Speaker 1: had a video for some reason, unfortunately it got clipped
Speaker 1: off and you just want to extend it. You have
Speaker 1: video that you want to align with audio, the song
Speaker 1: is not long enough. How do you do it? So?
Speaker 1: I think this generative extent concept, which is really something
Speaker 1: that's very pervasive in video editing, is something that the
Speaker 1: customers will really like. The Other thing that we've done
Speaker 1: is because we can now analyze every frame. When you
Speaker 1: want to remove something that inadvertently came into the image,
Speaker 1: you don't have to go through the entire process again,
Speaker 1: you can just through post production change it. So some
Speaker 1: pretty incredible stuff and we're really excited to see what
Speaker 1: our customers do with this.
Speaker 2: You talked about the computational feat the intensity, What about GPUs,
Speaker 2: what about your own access to compute?
Speaker 1: You know, well, we've partnered with you know, Nvideo for
Speaker 1: years in making sure all of this stuff is available.
Speaker 1: You know, it was great to hear from Jensen this
Speaker 1: morning when he heard about our new announcements. But you know,
Speaker 1: we're partnering with all of the chip manufacturers as well
Speaker 1: as all of the hyper scalers because our intent is
Speaker 1: not just to make this magic available through you know,
Speaker 1: those chips, but also increasingly people are talking about how
Speaker 1: you can make this available on a mobile device or
Speaker 1: in a hybrid environment. So you know, as long as
Speaker 1: they keep performing in terms of what they are doing
Speaker 1: innovation on the chips, we'll take advantage of every single
Speaker 1: available GPU and CPU for our customers.
Speaker 2: That's expensive and also, look, investors have been so excited
Speaker 2: around just generative AI full stop, but they want to
Speaker 2: see the revenue. They want to see the profitability chantanute.
Speaker 2: You feel that you're able to give more light, more
Speaker 2: clarity to the market as to when this really becomes
Speaker 2: very revenue generating.
Speaker 1: You're absolutely right, Carolin, that all of the focus thus
Speaker 1: far has been on training, and people have been creating
Speaker 1: all the models, and so all of the investment that's
Speaker 1: actually happening is on the training side of the equation. However,
Speaker 1: I think Adobe has delivered more generative AI software than
Speaker 1: virtually any other large company that had a traditional business.
Speaker 1: So if you think about what we've done with Acrobat
Speaker 1: AI Assistant or Photoshop, and clearly the emphasis has to
Speaker 1: go on inference because that's where people are seeing value,
Speaker 1: that's where it's getting embedded in the workflows. You know,
Speaker 1: we will have three or four different ways in which
Speaker 1: we monetize it, and we have a financial analyst Q
Speaker 1: and A where we will talk about this as well.
Speaker 1: But as a you know, insight into that. Certainly our
Speaker 1: subscription tier pricing will have the ability to lose some
Speaker 1: of this AI. We will have add on services. Firefly
Speaker 1: services is being used by every large enterprise. They want
Speaker 1: to understand how they create a custom model where they
Speaker 1: can have, for example, Bloomberg assets in a custom model
Speaker 1: where only Bloomberg is allowed to generate with that content.
Speaker 1: So I think we have multiple ways in which we
Speaker 1: monetize it today. Already, performance marketers will have a new
Speaker 1: product today which is called gen Studio, so you can
Speaker 1: increase the agility by which you place ads on every
Speaker 1: advertising system. So you know, we're both excited about the
Speaker 1: technology and the value, but we're also confident that customers
Speaker 1: will see the value and enable us to monetize it.
Speaker 3: Chantonnay intense interest in your m and A strategy. Karen
Speaker 3: and I were with the Runway CEO last week. Will
Speaker 3: you look at companies like Runway.
Speaker 1: We're partnering with Runway. You know, I think as it
Speaker 1: relates to models, we believe that Adobe for its core
Speaker 1: domains such as video and imaging and design, and we
Speaker 1: will certainly have our own models, but people will want
Speaker 1: us to support third party models in our applications because
Speaker 1: that is the interface that everybody uses. We've demonstrated that
Speaker 1: for video at IBC with Runway, and certainly we will
Speaker 1: support these custom models. As I said, so if you're
Speaker 1: Coke or Nike or Bank of America and you're using
Speaker 1: it within your context, you have access to that, So
Speaker 1: you know this is going to be such an exciting area.
Speaker 1: Each model, I believe ED will have its own personality.
Speaker 1: So rather than you know, try to create one model
Speaker 1: that's the super set, We're going to support all these
Speaker 1: models because they will do some things differently and better.
Speaker 3: Adobe CEO Shansanuin Ryan is great to finally have you
Speaker 3: here on Bloomberg Technology. Thank you for your time